Chevy to kick off 'Find New Roads' campaign at Grammys
Batey: "We wanted to pick vehicles that are fresh to our range and show a different Chevrolet and bring them together."
ORLANDO -- Chevrolet will launch its "Find New Roads" global advertising campaign with two lengthy anthem commercials that will air Sunday during coverage of the Grammy Awards, General Motors' top marketer said.
Chevy will run 90-second and 60-second spots that will feature five vehicles, including the debut advertising for the redesigned 2014 Impala, Alan Batey, GM's interim chief marketing officer, said today.
Content from the longer spots will be spliced into 30-second commercials that will run in coming weeks, marking the official kickoff of the "Find New Roads" platform, a theme that Chevy plans to expand across most of the 140 countries where it sells Chevys.
The commercials also will feature the Volt, Spark, Sonic and the redesigned 2014 Corvette Stingray, which is expected to reach showrooms by fall.
"We wanted to pick vehicles that are fresh to our range and show a different Chevrolet and bring them together," Batey told Automotive News during an interview on the sidelines of the National Automobile Dealers Association convention here.
Last month, GM announced that "Find New Roads" would supplant "Chevy Runs Deep," which had been used since fall 2010. Batey has said that the new tag line better evokes innovation and translates more easily to different languages.
Separately, Batey said GM will consider advertising in next year's Super Bowl. GM sat out the big game this year after running multiple spots in each of the previous two games.
"Super Bowl is very much within our media mix of things we will consider" in 2014, Batey said. This year's game "wasn't right" for GM because it has a heavy spate of vehicle launches planned later in the year. "We wanted to make sure we kept our money for other things."
The Impala commercials that will be spun off from the anthem ads that air Sunday night likely won't be used until closer to the car's launch, Batey said. The 2014 Impala is expected to reach showrooms by May.
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